Cause related ads seem to be
everywhere. There’s much industry debate about what works, what doesn’t and
whether it’s even worth the risk. Brands are tackling a wide variety of issues,
ranging from safe driving to equality and healthy living, but there are
certainly a few issues that brands seem to gravitate toward more than others.
Over the past year, among all cause
related videos created by the top 100 brands, women’s empowerment took the
cake. In Fact, 24% of the top 100 brands purpose driven videos were about women’s
empowerment. From Nike to P&G, brands are finding a way to create
empowering ads for women that don’t just generate impressions, but leave them.
Purpose driven ads garner more views; they also drive more results in the form
of engagement rate.
Dove is a great example of a brand
that employs purpose driven marketing. Their mission is to improve the
self-esteem and confidence of women around the world through their #speakbeautiful
movement – a campaign that highlights the concept that beauty is skin deep. They
want to be seen to be making a commitment to women’s wellbeing and for
consumers to see them as so much more than soap and moisturizer.
We all like to feel a part of
something bigger and we like to feel we’re making a difference in the world. We’re
in the midst of a major change in how and why consumers connect with brands, and
those that are driving social change are bang on trend. Today, brand values are
equally as important to consumers as the functional benefit they can offer, and
meaningful brand action is vital for building relationships and gaining
customer loyalty.
When purpose driven ads are done
well, brands have the opportunity to not only stand for something they believe
in, but also deeply connect with an audience. I believe this will become an
increasingly important method to build brands at a time when people are
increasingly choosing brands that align with their values.
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